As soon as the state announced Thursday morning that it will launch a $5 million local initiative aimed at ensuring fan‑fest activations of all sizes get a boost for their events, a logical question followed: Which activations?
Ron Simoncini, the founder and president of Axiom Communications — and producer of the already‑introduced Flag Cities initiative presented by Goya — quickly raised his hand.
Flag Cities, he said, already has:
A plan: Events in five areas in Hudson and Bergen counties;
A structure: Buy‑in and support from local and county authorities;
A lead organization: The Meadowlands Chamber;
A lead sponsor: Goya;
And, most of all, this: An ability to scale.
More on World Cup fan-fest shift:
State halts plan for World Cup Fan Fest
World Cup fan-fest strategy, Flag Cities says it’s ‘Ready to Go
Weiss has formula for towns get share of World Cup boom
Saraceno cheers shift to local World Cup events – and salutes Sherrill for making tough call
Five activations already are planned for the five areas on the day before each match played at MetLife Stadium — but with a boost from the state, Simoncini said there’s no reason Flag Cities can’t have more events in more places.
“We’re ready to go,” he told BINJE. “We have been working on the Flag Cities program for more than a year. We already have all of the necessary logistical support in place.”
That could prove key.
When the state — through an initiative led by the N.J. Economic Development Authority and the NY/NJ Host Committee — announced it was abandoning plans for a 39‑day Fan Festival at Liberty State Park in Jersey City in favor of more local activations, it made clear that grant money would go to events of all sizes, but only to events with strong leadership in place. (See State halts plan for World Cup Fan Fest)
And while this means support is coming for small‑town street fairs, there also will be a concerted effort to fund larger activations.
The Flag Cities program, formally announced on Dec. 2 at a Meadowlands Chamber event, fits that bill.
Simoncini said the Flag Cities events are designed to deliver a rich, soccer‑infused atmosphere with authentic cultural connections tied to each visiting team. Each location is expected to draw 8,000 to 15,000 people, combining local families, youth teams, regional fans and international visitors.
Just as important, Simoncini said logistical plans (security, parking/traffic and energy needs) already are in place.
The NY/NJ Host Committee already knows this. Simoncini said it has been kept in the loop throughout the program’s development.
“Axiom has been collaborative with the host committee on a number of issues,” he said. “Several of our clients are host committee supporters, including its first sponsor, Onyx, and the Meadowlands Chamber, which was a formative part of the development of the World Cup.
“‘Goya Presents Flag Cities’ is an event series whose mission is to create great experiences for visitors to the region during the World Cup — and for our residents and businesses who want to be part of the celebration.”
Simoncini said Flag Cities locations will include Laurel Hill Park (in Secaucus/Hudson County) and Overpeck Park (in Leonia/Bergen County). Other locations have been secured and will be announced soon.
Simoncini emphasized that the program is ready, willing and able to grow even larger.
“If the NY/NJ Host Committee sees a benefit in connecting with Flag Cities, we will be a willing and value‑added partner who is already part of the family,” he said.
